How we helped devise a successful global communication campaign

Objectives

Having concerns about the effectiveness about their current advertising, CIMA wanted to understand accounting students, the student journey and determine the most effective brand and communication strategy.

Professional services market research approach

1. Research planning workshop followed by collaborative working to create communications stimuli for research.
2. Professional services international market research included CIMA stakeholder depths, student creative workshops (UK school and University student discussions) and depth interviews (potential, current and also previous accounting students in overseas countries).
3. Analysis followed by interim debrief and also second stage creative development working with several agencies.
4. Quantitative research in 8 countries; UK, China, India, Malaysia, Sri Lanka, Pakistan, South Africa, United Arab Emirates (UAE) in order to assess the most appealing and persuasive advertising idea(s). Also to determine opportunities for improvement.
5. Analysis followed by debrief and finally a working session.

Results:

Identified key drivers and barriers to taking CIMA qualifications and a blueprint to enable consistent and distinctive global communications covering rational and emotional benefits, personality and style and tone.
As a result a new global campaign was agreed and launched in all countries. This has contributed to 15% growth in students in 2 years.

See the results of our work on CIMA’s website.

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How we helped research and pinpoint new investment opportunities

Objectives

To uncover insights on demand and income potential for new telephony and television services. This was in order to draft Berenberg’s investment analysis reports.

Telephony market research approach

1. Discussions to agree aims and create telephony market research questionnaire.
2. Questionnaire translation, coding and also testing.
3. Conduct online survey in UK, France, Spain, Italy, and also Germany.
4. Create analysis specification and then produce cross-tabulations.
5. Analyse findings and finally produce market research report.

Results

Contributed numerous pioneering and insightful investment analyses. These continue  to build Berenberg’s reputation as a global investment leader.

More about Berenberg Bank‘s pioneering approach to equity analysis.

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How we diagnosed sales drivers and barriers in family history research (genealogy)

Objectives

Faced with falling income, the General Register Office (GRO) (part of the Home Office) wanted to understand the family history customer journey, in particular use of birth, death and marriage (BMD) certificates to help maintain sales and cover costs.

Public sector market research approach

Multiple-step approach covering:

1. Secondary research to unearth evidence on the competitive context and also BMD sales and issues.
2. Qualitative research to understand family history researchers and influencers. Also the family history research journey, role of GRO and sales drivers and barriers.
3. Analysis followed by interim debrief and working session. In turn this informed the subsequent next step.
4. Quantitative research and statistical modelling to quantify usage and attitudes. In particular, to quantify BMD sales drivers and barriers. Also to inform strategic product, communication and pricing policies. Thirdly to analyse and forecast demand and revenue to 2015 by creating an econometric model.
5. Analysis followed finally by a full debrief and working session.

Results

Provided many revelatory insights on existing and potential family history researchers; also drivers and barriers to research family trees and buy/use birth, death and marriage certificates. As result this inspired new marketing strategies including product, promotion and pricing policies to achieve desired strategic outcomes.

Start your family history research by visiting the General Register Office.

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